Rocket Mortgage

eSports Experiential

ICON PLACES LEAGUE OF LEGENDS FANS ON THE BATTLEFIELD THROUGH 360 PROJECTION AT THE LCS 2019 TAILGATE PARTY

Doubling down on eSports, Rocket Mortgage partnered with Riot Games to bring League of Legends to Detroit as presenting sponsor of the LCS Summer Finals.

Challenge

Come up with a stunning and attractive experiential concept that authentically connects Rocket Mortgage with the world of eSports. ICON delivered a “never seen before” experiential activation leveraging a 40’x40’ tailgate space located in the Little Caesar’s Arena Chevy Plaza in Detroit, Michigan.

Activation

The Rocket Mortgage Nexus delivered a genuine connection between Rocket Mortgage and eSport fans, providing ongoing dialogue and interactions while entertaining fans in an eye-opening environment.

Our two-day experiential pop-up featured multiple ways fans and the public could get closer to the eSport they love, including:

  • Overhead 360 gameplay including exclusive team and pro player footage

  • Meet and greets with pro 100 Thieves players – including Nadeshot and Aphromoo – provided autograph and photo opportunities

  • Opportunities to win a 100 Thieves autographed jersey

  • Physical takeaways and shareable digital takeaways throughout the dome

Quicken Loans is a prominent partner of 100 Thieves, the North American organization founded by Matthew “Nadeshot” Haag in 2017. Dan Gilbert, the largest shareholder in 100 Thieves, is the founder of Quicken Loans.

"There was an awesome dome and we had provided some Rift content for them to be able to show. We want to make sure our fans have a great experience and leave saying ‘thank you for being here and thank you for creating this experience.’ We got that. And they told us… this is the best fan day activation we have seen in Chevy Plaza in a long time."

Matt Archambault, Head of NA Partnerships for Riot Games

“To see your brand associated with something that people are so excited about makes you feel good that your brand is part of it. We are doing really amazing activations outside the arena. This giant dome with projection mapping. We are getting great feedback and it makes me excited to be a part of it.”

Casey Hurbis, CMO, Rocket Mortgage

Results

1000+

HOURS OF ROCKET MORTGAGE
BRANDED CONTENT

200+

QUALIFIED LEADS

100%

AUTHENTIC FAN EXPERIENCE